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Marketing on the social
                          Web



Wednesday 29 July 2009
Marketing on the social
                          Web
                         What marketing types need to know ...




Wednesday 29 July 2009
About me



Wednesday 29 July 2009
Paul Jacobson
                         Web and digital media lawyer

                             paulj@jacobson.co.za
                               webtechlaw.com
                          facebook.webtechlaw.com
                         friendfeed.com/webtechlaw
                                @pauljacobson


Wednesday 29 July 2009
social media focus

Wednesday 29 July 2009
The Web has changed



Wednesday 29 July 2009
Its about being social ...
Wednesday 29 July 2009
... i
              n    the
                         dig
                               ita
                                   l   age
                                             ...




Wednesday 29 July 2009
Here are a few things for you to think about ...




Wednesday 29 July 2009
Reputation



Wednesday 29 July 2009
Freedom of
                         expression can be
                             liberating




Wednesday 29 July 2009
Wednesday 29 July 2009
Social media = expression



Wednesday 29 July 2009
Your customers are having
    conversations about your brand




                                      You are not in
                                     control of your
                                          brand


Wednesday 29 July 2009
customers have
                         new tools and a
                          longer reach
Wednesday 29 July 2009
09-f9-11-02-9d-74-e3-5b-d8-41-56-c5-63-56-88-c0




Wednesday 29 July 2009
Brüno




Wednesday 29 July 2009
... and so on ...




                         the network effect in social media
Wednesday 29 July 2009
You suck!




Wednesday 29 July 2009
New(ish) buzzwords

                   brandsquatting

                                     Cybersquatting
                                    (domain names)


                                                      typosquatting



Wednesday 29 July 2009
Getting the community
           involved




Wednesday 29 July 2009
... it can be a gamble ...
Wednesday 29 July 2009
You might also be amazed ...




Wednesday 29 July 2009
Take
                         precautions

Wednesday 29 July 2009
Content



Wednesday 29 July 2009
Customers want to consume
          content on their terms




Wednesday 29 July 2009
The problem is that © ≠ sharing




Wednesday 29 July 2009
How can you facilitate
                          access to content?




Wednesday 29 July 2009
There are a couple options




Wednesday 29 July 2009
Wednesday 29 July 2009
Wednesday 29 July 2009
Wednesday 29 July 2009
Wednesday 29 July 2009
Wednesday 29 July 2009
Protection of personal
                        information

                         a few general comments ...


Wednesday 29 July 2009
Wednesday 29 July 2009
Existing law
                   •     Bill of Rights (Chapter
                         32)

                   •     Consumer Protection
                         Act

                   •     PAIA

                   •     ECT Act

                   •     RICA



Wednesday 29 July 2009
“POPIA”
Wednesday 29 July 2009
Categories of
               “personal
             information”
            The draft bill distinguishes
           between ordinary personal
         information and more sensitive
              personal information.




Wednesday 29 July 2009
Data Protection
                   •     Ensure the personal information collected is
                         “complete, not misleading, up to date and accurate”;

                   •     Secure integrity of personal information against risk of
                         loss or damage;

                   •     Protect against unlawful or unauthorised access or
                         processing;

                   •     Identify reasonably foreseeable internal and external
                         risks;

                   •     Generally accepted infosec practices and procedures

                                                                  * Principle 6: draft POPIA

Wednesday 29 July 2009
Privacy policy
Wednesday 29 July 2009
Wednesday 29 July 2009
Implementation



Wednesday 29 July 2009
Terms of use

              Don’t forget details like
           jurisdiction, choice of law and
                ECT Act compliance




Wednesday 29 July 2009
Constant review to ensure
                          that they are in keeping
                          with new developments




Wednesday 29 July 2009
Case study




Wednesday 29 July 2009
Wednesday 29 July 2009
Bad ...




Wednesday 29 July 2009
Wednesday 29 July 2009
Better ...




Wednesday 29 July 2009
Wednesday 29 July 2009
Downright
                         impressive ...




Wednesday 29 July 2009
Pick your lawyer
                         carefully ... seriously!


Wednesday 29 July 2009
Any lawyer just won’t do




Wednesday 29 July 2009
You have to
                         understand social
                              media




Wednesday 29 July 2009
Thank you!
Wednesday 29 July 2009
Paul Jacobson
                         Web and digital media lawyer

                             paulj@jacobson.co.za
                               webtechlaw.com
                          facebook.webtechlaw.com
                         friendfeed.com/webtechlaw
                                @pauljacobson


Wednesday 29 July 2009

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Marketing on the social Web - Marketing Legislation Conference